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Make AJAX Work for Your Site and Your Users A Case Study on Improving Product Selection Steve Mulder Riccardo La Rosa
 
Conversion Funnel Visitors Find Product Choose Product Checkout Buy Abandon Total Visits 12,620,248  6,115,084 728,944 655,936 52% 88% 10% 5.2% Conversion Rate
Single-Screen Checkout
Conversion Funnel Visitors Find Product Choose Product Checkout Buy Abandon Total Visits 12,620,248  6,115,084 728,944 655,936 52% 88% 10% 5.2% Conversion Rate
Finding Stuff: The Early Years
Finding Stuff: Adolescence
[object Object],[object Object],Faceted Navigation
AJAX to the Rescue!
The Experiment 1.0
[object Object],[object Object],[object Object],[object Object],[object Object],Design and Development Process
Usability Testing
A/B Testing
A/B Testing
What Worked Well
Slowing It Down
First-Time vs. Regular Use
What We Wanted Users to Feel
What Users Actually Felt
Power Can Feel Like Complexity “ It feels like a site  for wine experts.”
The Desire for Control
The Desire for the Familiar ,[object Object]
The Back Button Conundrum ,[object Object],[object Object],[object Object],[object Object]
Testing Another Winnowing Tool: MyRatePlan.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Testing Another Winnowing Tool: Kayak.com ,[object Object],[object Object],[object Object],[object Object]
The Experiment 2.0
Technology: How It All Started ,[object Object],[object Object],[object Object],[object Object],[object Object],+ X ,[object Object],[object Object],[object Object],[object Object],[object Object]
Architecture ,[object Object],[object Object],[object Object],[object Object],[object Object]
Sliders ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sliders: An Example ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Histograms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Applying Rich Interfaces Where They Matter Most Visitors Find Product Choose Product Checkout Buy Abandon Total Visits 12,620,248  6,115,084 728,944 655,936 52% 88% 10% 5.2% Conversion Rate
What’s Next ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thanks! Riccardo La Rosa   [email_address] Steve Mulder [email_address]   wine.molecular.com

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Making Web 2.0 Usable: Ajax Case Study